Marketing Crisis Behind RMB Appreciation

6.99 yuan to 1 dollars!

The appreciation of RMB has officially entered the "6" era.

After the decision in July 2005, the appreciation rate of RMB has been accelerating.

In the face of great appreciation, Chinese enterprises, especially China's export oriented enterprises, are just like the top of the mountain.

In the past, the advantages of low cost and low cost vanished overnight.

Take the garment enterprises in the southeast coast of China as an example, in the context of accelerating RMB appreciation, they will also be the first batch of enterprises that have been hit hard.

From Binzhou, Shandong to Humen, Guangdong, the textile and garment industry is about to shuffle.

A large number of "weak" enterprises will fall before the "threshold" of appreciation.

The textile industry is facing unprecedented crisis.

Many factories start losing money when the machine starts.

The textile industry seems to be on the line of life and death.

According to the data of Shandong foreign trade and Economic Cooperation Department, Shandong's US export orders fell by 20% in January.

According to Yangcheng Evening News, a few years ago, the "export to domestic sale" commodities had been popular for a while, and this trend is likely to rise again.

Since foreign exchange reserves can not be expanded indefinitely, under the pressure of structural adjustment, the export industry is bound to usher in an ebb tide.

Many export enterprises have seen this point, and have drawn up a plan to pfer the camp to the domestic market.

They want the domestic demand market to start faster than most people.

And at the Canton Fair, which has just ended this year, many enterprises have pformed the future market strategy: to tap the domestic market.

The head of Chunlan, a white appliance leader, said that it will try to reform the stores and supermarkets in this year to improve sales in the domestic market.

Cai Minqiang, general manager of Guangdong Rui Rui, told reporters that in the foreign market, the famous Ming and Rui, who already had a small reputation, should go up to a higher level. They must invest in a large scale, but the risks are rather large.

Instead, we should go into the domestic market and develop high-end wedding dresses.

Many factors, such as rising raw materials, appreciation of the renminbi and adjustment of export tax rebate rate, have led to a sharp rise in export costs and export quotas.

Taking household electrical appliance enterprises as an example, from August to now, the change of exchange rate has increased the cost by 6%. With the increase of raw materials such as copper price, steel and plastic parts and so on, the price of products is inevitable. This is a common problem faced by the industry.

At this time, enterprises are facing a dilemma: price increases, products are more difficult to sell, people's consumption desire will be weakened, domestic demand can be heavy burden is not known; no price increases, only waiting for death.

What should I do?

This is a struggle between "retreat and hope".

It is a deep feeling of enterprises in any deep place.

At the same time, we should also talk about the hope that this crisis will give the industry the survival of the fittest - the wave of the sand will leave real gold.

This crisis has stimulated the unlimited potential of enterprises, joined the tragic battle for survival and learned war in war.

We believe that in a large number of export oriented enterprises, we will be able to kill a new batch of famous enterprises and famous brands in their respective industries and achieve new heights of enterprises.

At that time, these enterprises once again recall the past, and will surely thank this "bloody" crazy appreciation era.

Otherwise, they may rely on external processing and brand names for a lifetime.

Marketing crisis highlights!

Change leads but does not change.

Export oriented enterprises, who want to survive and find a way out, will inevitably target the domestic market.

However, the competition in the domestic market which tends to be white hot is not the one who wants to come in.

In this strategic shift, the export oriented enterprises accustomed to "outside war" are deeply aware of the "civil war" smoke.

There are more products, more brands and more choices. People consume more IQ and choose more widely.

What should I do?

We believe that a marketing crisis is quietly approaching.

The most urgent task is to solve the "civil war marketing problem".

There is no way out, only to challenge the domestic market.

Quite a number of enterprises have been living on stable external basis all year long, so long as there is no "wild nature".

A kind of wild nature that keeps killing the domestic market all the year round.

Just like a lion that has just been released into nature, without wild nature, it will only slowly lose weight and die.

The enterprise's wild nature is undoubtedly to adapt to the marketing ideas and marketing means of the domestic market.

Change leads but does not change.

Businessmen in Wenzhou are changing. They are bosses during the day. They do not sleep on the floor at night.

Our enterprises must also change and have to change.

The first thing to do is marketing!

How to do the domestic marketing channels?

How to plan advertising and how to spread it efficiently at low cost?

How do specific advertisements behave?

How does marketing strategy come into being?

Attention: not only is effective strategy, but also must be the most destructive strategy.

Selling goods must sell faster and better.

Another point is very important, brand building.

Your product brand is very small in the domestic market, or even no brand at all. Absolutely not!

Of course, this is a long-term accumulation process.

But this is the fundamental way for you to take the initiative and control your own destiny.

Just like Coca-Cola, even if all its products are burned overnight, it will be fine.

In a very short time, it can still make a comeback.

Because its consumers buy Coca-Cola, not coke!

Imagine that if you have a sufficiently strong brand, you can still be calm when you encounter this situation.

Because we have the courage and strength, and destiny is in our own hands.

Of course, if you have enough strength, you can make a difference in product renewal. For example, the development of new high-end products can partly avoid the pressure of appreciation.

Such as the United States, Chunlan, CHIGO, Hisense, Galanz and other enterprises, the high value-added new products account for a large proportion. The new products of CHIGO's new energy saving air conditioner, Hisense inverter air conditioner, Hisense vector variable frequency refrigerator, washing machine of the United States have become the focus of foreign purchasing. Script src=>